ITC Style
ITC様式 / 1970s–1980s / Style / Type Design
The phototype-era New York style of huge x-heights and tight-not-touching settings. Lubalin's conceptual typography and U&lc magazine made letters perform as pictures — the face of the 1970s.
Huge x-heights / Tight-not-touching settings / Swashes and ligatures on stage / Letters as image
Dictionary entry
- Best used for
- Comparing primary sources and canonical works · Extracting principles that transfer to other media
- Type
- Observe the letters, signs and scale of reference works
- Composition
- Extract the one structure that governs gaze and information
- Material
- Verify the materials and behaviors specific to era, region and process
- Caution
- Don't reduce it to surface signs. Verify the context of era, region, technology and makers.
- Further study
- Herb Lubalin / Avant Garde magazine and its typeface / the digital-era reappraisal of phototype